The absolute most important thing you can do as a company is make sure you are selling to the right people. No matter how good your salesman is, you are going to sell a lot more refrigerators in the Bahamas than you will in Siberia.

As you think and rethink about your Ideal Audience, here are some statements to help you make a good decision.

 

It’s easier* to sell to people who are already used to paying for what you are selling; it’s harder to sell to people who are used to getting it for free.

It’s easier to sell to people who already trust you as an expert or authority in your field; it’s harder to sell to strangers who don’t know you.

It’s easier to sell to people who are already convinced of the power of what you are selling; it’s harder to convince them of the need and also to purchase at the same time.

It’s easier to sell to people who are already looking for a solution you provide; it’s harder to sell to people who are locked into another solution.

It’s easier to sell to people who have been DIY-ing your solution all along and realize the value in outsourcing it; it’s harder to sell to someone who doesn’t know the headache of DIY-ing. (This is especially true if your product is a high-value service.)

It’s easier to sell to people who think you are the only one who can do something right; it’s harder to sell to someone who sees you as a commodity.

It’s easier to sell to people who already have a budget; it’s harder to sell to people who need to request a budget.

It’s easier to sell to people who are used to paying someone else for something; it’s harder to sell to people who are used to doing everything on their own.

 

*Easier doesn’t always mean better. It just means easier.